网络营销策略外文文献翻译

合集下载

网络营销中英文对照外文翻译文献

网络营销中英文对照外文翻译文献

网络营销中英文对照外文翻译文献E-MarketingE-Marketing is the use of digital ___。

It is a subset of e-business and includes activities such as online advertising。

search engine n。

email marketing。

social media marketing。

and mobile marketing.The first step in ___ target audience。

This can be done through market research。

analyzing website traffic。

and studying social media trends。

Once the target audience is identified。

the next step is to create a marketing plan that includes goals。

objectives。

tactics。

and metrics.One of the advantages of e-marketing is ___。

it is ___ of content。

language。

and currency are all ___.Search engine n (SEO) is a critical component of e-marketing。

By optimizing website content and structure。

businesses canimprove their search engine rankings and drive more traffic to their site。

Social media ___ e-marketing。

网络营销外文文献及翻译

网络营销外文文献及翻译

网络营销外文文献及翻译网络营销外文文献及翻译1:引言1.1 研究背景及意义1.2 研究目的1.3 研究方法2:网络营销概述2.1 网络营销定义2.2 网络营销发展历程2.3 网络营销的优势和挑战3:网络营销策略3.1 定位与目标市场3.2 品牌建设3.3 销售渠道选择3.4 市场细分与定价策略3.5 推广与广告策略4:社交媒体营销4.1 社交媒体平台概述4.2 社交媒体营销策略4.3 社交媒体广告4.4 社交媒体营销案例分析5:搜索引擎优化(SEO)5.1 搜索引擎优化概述5.2 关键词优化5.3 网站架构优化5.4 内容优化5.5 外部优化6:内容营销6.1 内容营销概述6.2 内容策略与创作6.3 内容发布与推广6.4 内容营销案例分析7:电子邮件营销7.1 电子邮件营销概述7.2 邮件列表建立与管理7.3 邮件设计与撰写7.4 邮件营销分析与优化8:移动营销8.1 移动营销发展概述8.2 短信营销8.3 应用程序营销8.4 移动广告与跟踪分析9:数据分析与营销决策9.1 数据分析的重要性9.2 数据收集与整理9.3 数据分析工具与方法9.4 数据驱动的营销决策附件:1:《网络营销案例分析报告》 2:《社交媒体营销指南》3:《搜索引擎优化实战手册》4:《内容营销成功经验分享》5:《电子邮件营销最佳实践指南》6:《移动营销趋势报告》7:《营销数据分析工具比较》法律名词及注释:1:商标法:指保护商标权益的法律法规。

2:著作权法:指保护创作作品的法律法规。

3:消费者权益法:指保护消费者权益的法律法规。

网络营销中英文对照外文翻译文献

网络营销中英文对照外文翻译文献

网络营销中英文对照外文翻译文献
网络营销已经成为现代市场营销的重要方式之一,不仅受到广大企业的关注,也成为了许多学者研究的热点。

本文翻译了一篇网络营销的英文文献,并提供了中英文对照。

英文原文:
Title: How to Use Content Marketing to Boost Your Leads by Withholding Information
Author: Konstantinos Loupelis
内容:本文主要介绍了如何利用内容营销来扩大潜在客户群,网站会员和现实销售。

内容营销是什么?内容营销是指利用高质量内容对观众进行品牌营销,将观众吸引到公司网站,从而增加客户数量。

而作者提供的方法是不要把所有信息都公布,而是在某一时刻进行揭秘,从而吸引更多观众。

中文翻译:
标题:如何利用内容营销来引导潜在客户
作者:Konstantinos Loupelis
内容:内容营销是广告营销的变体,但是它利用高质量的内容
吸引观众,从而增加客户数量。

通过提供有助于观众的有价值的信息,该方法不仅可以增加网站流量和现实销售,还可以增加网站会
员数量。

这种方法的核心是不公开所有信息,而是设法以有创意的
方式逐渐透露信息,吸引观众关注品牌,从而促进营销目标的实现。

网络营销外文资料及中文译文

网络营销外文资料及中文译文

外文资料及中文译文作者姓名专业市场营销指导教师姓名专业技术职务教授The technical basis of network marketingPeter KenzelmannNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large,powerful networks, thus enabling a large number of computers can easily transmit information to each other,share hardware,software, data and other resources。

And network marketing is closely related to the computer network there are three types: the Internet,Extranet and Intranet。

[Edit]the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory,network theory of relationship marketing,marketing theory and network software to integrate marketing theory.(A)Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled。

营销策略业务英文文献及翻译

营销策略业务英文文献及翻译

营销策略业务英文文献及翻译1 IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s solution but demands attention. The success of an enterprise and development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understa nding of your customers. This approach usually is referred to as the marketing concept.Putting the customer first is probably the most popular phrase used by firms ranging from giant conglom erates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach -- "Come buy this great product,if you dedicate your activities e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate customers satisfaction and loyalty, and can create enterprise value.Any marketing program has a better chance of being productive if it is timed, designed and w ritten to solve a problem for potential customers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding of enterprise marketing strategy to improve the operations of enterprises.2 The marketing conceptMarket positioning is identifying the target market, enterprises will adopt what marketing m ethods, which provide products and services the target market and competitors to show distincti on, thereby establishing corporate image and obtain favorable competitive position. Market posit ioning is a process of enterprise differentiation process, how to find the differences, identify di fferences and show differences. Today too many similar products, consumers how to choose? Consumers buy what is the justification? On the effective positioning for a solution. Positionin g is the first to propose in the advertising industry, advertising emphasized in the eyes of the public who left the location, And people often prefer preconceptions; If enterprises can target your customers mind to establish a definite position, to the consumer a reason to buy, enterpri ses can often compete in an advantageous position.Marketing is an economy built on science, behavioral science and modern management theory on the basis of applied sciences. It enterprise marketing activities and to study law, customers.− Determine what you are now doing to satisfy those wants and needs.− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.− Test the results to see if your new strategies are yielding the desir ed results.Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include− Learning who your customers are and what they want.− Learning how to reach your customers and how frequently you should try to communicate with them.− Learning which advertising appeals are most effective and which ones get no response.− Learning the relative success of is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are− Using a sample that does not represent the total market.− Asking the wrong questions.− Not listening to the responses.− Building in biases or predispositions that distort the reliability of information.− Letting arrogance or hostility cut off communi cation at some point in the marketing process.If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkerscan distort the thought process of the entire group.− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.对于企业的创造者和提案者而言营销策略是一个谜。

网络营销策略分析外文翻译文献

网络营销策略分析外文翻译文献

网络营销策略分析外文翻译文献(文档含中英文对照即英文原文和中文翻译)Network marketing strategy analysis of VANCLAbstract:21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high- technology to provide consumers with various types of service, is a important way of future competition advantage.V ANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading V ANCL marketing strategy.Key words:Network marketing Marketing strategy V ANCLThe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if V ANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、The marketing situation of V ANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take thesame pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,V ANCL already expands and covers to men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. V ANCL as just a new company less than two years operation, is rooted in the Internet service brand.V ANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、The network marketing ways of V ANCL(1)Search engine optimizationSearch engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification,search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. V ANCL A in baidu, Google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. V ANCL via E-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marketing.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus marketing example is that the popularity of the object. V ANCL uses WangLuodan and Han Han for outdoor advertising and the representative of video advertising by "love love love XX, XX XX love, love XX XX, I am not XX, I'm XX" advertising copywriter pattern, its headline font with Microsoft LOGO, black, describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of V ANCL essence to a proverb “Many t hings grow in the garden that were never sown there ”, so-called " Vanclize " originally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product customer information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to V ANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "V ANCL fans" officially established. V ANCL use its official sina micro bo "V ANCL fans" release V ANCL and V ANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bo's information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、The network marketing strategy of V ANCL(1)Product strategyThe product of V ANCL is leading project by the famous designer, top the essenceof classical style of men's clothing brand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And V ANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, V ANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present V ANCL’ price is accepted by general man, besides it l aunched many favourable activity, so long as you often skim through V ANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.V ANCL has been carried out low price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for V ANCL to expand market share and seize the market, the whole strategy of V ANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, V ANCL isn’t loss money.But at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of V ANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2)Channel strategyIn the diversification of Chinese clothing brand, most of the clothing is achoice of the traditional sales channel, looking for distributors, means the joining trader, but V ANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要:21世纪是信息世纪,科技、经济和社会的发展正在迎接这个时代的到来。

网络营销外文文献及翻译

网络营销外文文献及翻译

网络营销外文文献及翻译目录:1.引言2.研究背景3.相关概念与定义4.研究目的与重要性5.文献综述5.1文献15.2 文献26.研究方法6.1 数据收集6.2数据分析7.研究结果与讨论7.1 结果17.2 结果28.实施网络营销的建议8.1 建议18.2 建议29.结论10.参考文献11.附件1.引言在当今信息时代,网络营销作为一种重要的营销工具,对企业的发展起着关键性的作用。

本篇文献旨在研究网络营销的相关理论与实践,并通过文献综述、研究方法、实施建议等章节来阐述对网络营销的认识和应用。

2.研究背景介绍网络营销的定义、范围和发展历程,概述相关理论的研究现状和实践应用情况。

了解网络营销的发展背景有助于更好地理解研究的重要性和必要性。

3.相关概念与定义详细解释与网络营销相关的概念,包括但不限于社交媒体营销、搜索引擎优化、电子邮件营销等。

为了确保读者对这些概念的准确理解,提供权威的定义和解释。

4.研究目的与重要性简要说明本文的研究目的和研究问题,并阐述网络营销在企业发展中的重要性。

说明研究的意义,为后续章节的展开提供背景和理论基础。

5.文献综述收集和综述相关领域的文献,包括公认的权威研究和实践案例。

通过对这些文献的综合分析,探讨网络营销的最新趋势、关键成功因素和挑战等方面的研究成果。

6.研究方法介绍本次研究所采用的研究方法,包括数据收集方法和数据分析方法。

清晰地描述研究的步骤和过程,确保研究的可靠性和可复制性。

7.研究结果与讨论展示研究得出的具体结果,并对这些结果进行详细的解读和分析。

通过与文献综述进行对比,发现研究结论与现有理论的相关性和差异性。

8.实施网络营销的建议根据研究结果提出实施网络营销的具体建议,包括策略、渠道选择、推广方式等方面的建议。

为企业在实际操作中提供指导和参考。

9.结论总结本次研究的主要发现和贡献,并对未来的研究方向提出建议。

强调网络营销对企业的重要性和影响,并总结研究对理论和实践的启示。

网络营销战略-外文翻译

网络营销战略-外文翻译

外文翻译原文Title: e-MARKETING STRATEGYMaterial Source:Irish Journal of Management Author:Lawton, T.C., MichaelsThis paper is aim to provide advice for Otto's management for emarketing strategy. First we make merits and limitations analysis based on the theory of emarketing, then we depict the different buyer behaviour on the internet, which could be the background and basis for our emarketing strategy. The company buyers are more professional and prudent than individual customers. Otto should center on its own website, which will provide the customers with the latest product and promotion. Then at the same time, Otto can put ads through search engines and many other websites, both traditional and modern medias. According to the B2B theory and Otto's present situation, we recommend two kinds of auction plan on Otto's own website to increase Otto's close cooperation to the company buyers with existing ones and new buyers by the band name promotion. Through the internet tendering, Otto can reduce its cost and gain price advantage.IntroductionAs a traditional company which pays more attention to the personal and direct selling, Otto is in the 21th century which the emarketing is vital and necessary to every company wants to survive and development. Otto's management has realized the importance of emarketing, this report is to bring some ideas on the emarketing strategy for the old and prosperous Otto to embracing the new Internet age.I Theory of Emarketing1.1 Background and OriginIt was reported that customers spend £1 billion a month online, online sales are 6% of all UK retail sales,which make it easy to understand why the emarketing is so important. Withe emarketing companies can use digital technologies to help sell goods or services. Today you can get ad from email, sometimes it is a virus; read RSS news, order your toothpaste and bed from Ebay,and the latest movie on your cellphone. The ad is everywhere, right now Internet is becoming one of the most multi-faceted communication tools that marketers have at theirdisposal. The Internet is immediate to get, dynamic to change, and globally accessible. In its current U.S.-based forecast, Jupiter Research made a report that email marketing spending will grow to $1.1 billion by 2010. There is no doubt that the Internet is a critical component of marketing and sales strategies for organizations large and small.1.2 Merits and Limitations1.2.1 MeritsEmarketing will bring many advantages to the company. By providing up-to-date and segmented and specific information to your customers such change of your company contact information, promotion of newest product in art form preferences, where your main distribution center etc. Customers can log website to get the information they usually can get through the phone or going to the site, now they have an more reliable source to rely on.Emarketing can increase your brand name, company membership or attendances on your website.It can also reduce your costs in terms of spending on site staff. More importantly it can raise the profile and brand name of your organization locally, nationally and internationally, enabling your company to reach more potential customers previously beyond your usual reach,with the help emarketing, your company will become an transnational company.1.2.2 LimitationsThere are some limitations when using emarketing. First, the usual email may get your customers irritated and send a confused rge e-mails will block up your customer's mailboxes and make them angry about you.if your 1emails are content of events or services which don’t interest them could lead them to sign off your service or ignore your e-mails and even take you into you blacklist. If your email deliver a confused and ineffective message to your potential customers, they may just ignore you. And you're wasting your time and resources if you can't know whether your email is succeeding sending or what the customer's reactions to your mail.Secondly emarketing has a high requirement for your customers. Internet marketing requires customers to use newer technologies such as computer and latest mobile phone, rather than traditional media. If companies build large or complicated websites, individuals connected to the Internet with mobile devices or with low speed will experience significant delays in content delivery, which may lead the customer to abandon your website next time.Thirdly, we see it from the buyer's perspective. If you're the customer, you can not touch, smell, see, taste or try on tangible goods before making an online purchase, this will very unsatisfied for some customers even for someone who has done the online buying sometimes, they still have some doubt for some goods they encounter for the first time in the Internet. However, but if the company can make its own guarantee or the there is an industry standard fore-commerce buyers to reassure customers by having liberal return policies as well as providing in-store pick-up services if necessary and within legal boundary.II B2BB2B(Business-to-business) is using websites and all other web services to make commerce transactions between different businesses, for example the B2B can be between a manufacturer and a wholesaler. Many professional institutions and the trade publications focus much more on B2C than B2B, although most sales and marketing personnel is in the B2B sector. As the B2C model, the B2B will allow all business companies to make comparison between products and services and shop online, B2B is help the user to find the most appropriate product with the reasonable price. The part of B2B e-commerce expected to grow the fastest is electronic marketplaces, that is the e-marketplaces, is growing the fastest. The e-marketplace use large quantity of information from sellers and buyers, then bring multiple partners together online.2.1 B2B Buyer BehaviourDifferent with individual customers who pay more attention to the brand and fame, the company buyers are professionals who take many aspects into consideration, first they need more time to make the buying decision, since the quantity and cost are relatively large and essential influential to the company's production and selling revenue. Second, the buyer will do research and analysis before the final decision, they may turn to the technical source to try to better understand the company's advantage and disadvantage. Third, facing a forever changing environment, the buyers will make research based on the data of past production, then change the company's buying option, such as the supplier. Fourth, if the there are other companies are selling the same or similar products in the market, the buyers will consistently notice the act of its rivals, and make quick response and counter measures to make sure its own market share.3.1 Centered on Otto's Own websiteGetting a domain names, which will cost not very much a year, and make sure this name is persistent, and never change, because if you change, your customer may lose faith on you. We recommend , And make sure you register the similar name at the same time to avoid the future property dispute. Then Otto can promoting the website offline. Right now Otto can ad your website in as many ways as you can, you can print it on your cookies package, on staff suit, on the newspaper,pamphlet, and TV.As for Otto's has more than 60 kinds of cookies, it's not necessary to put all the cookies on the Internet at first.it we want the potential customers to be attracted at first sight, picture presentation is vital, and the website must be easy to use, if the customer wants to put in one kind of cookie in or out of the cargo, it should be easy; and we may do some test by company's own employee, or some customers and staff family. In order to stimulate their interest, we mayprovide some popular products and reward for their participation. Online credibility must be paid attention to. Otto should position staff for the Internet managing, to update the newest one, and check regularly and answer customer's request in time.The global web presence is also very important. If Otto wants to sell the cookies into other parts of the world. For many years, Otto choose the English people as its main customers, its products are fit for local people. In future, Otto is definitely wants to export its products so it must research its target market and customers before selling. So right now, at the very beginning,we still target English people as before.As Otto wants to be closely connected with its main suppliers and company customers, it is vital for customers can get links to all Otto's partners, and make sure that customers can link to Otto when they surf on website of Otto's partners. This will help both Otto and its partners to get their brand name known, and at the same time, this will increase the further consolidation of all the related companies.3.2 Promoting on Search Engines and Put AdsWith the uncountable in the information sea which is never stop to grow, the search engine is very necessary for the buyers to get what they need. Otto can make ads on search engines on Google and Yahoo and so on. If Otto wants to attract the potential company buyers, it need online lead generation, which is creating potential customer's inquiry into the company's products. Company buyers may be interested on the latest booklet on delicious cookies in the world and you can get a free try, then the customer get linked to Otto's website. The visitor are requested to register as our member and leave their email address and company location, so Otto can send electrical brochures through mail and direct free cookies to their site.There are many other websites and media Otto can take consideration to carry ads: the community websites which many local people will share their experience on buying and selling, the official blogs, virtual world sites since many people are playing computer games in their spare time, and other traditional media like TV, radio, magazines and newspapers. With all these options, Otto has to consider the emarketing budget to choose at least one traditional and one Internet method to put ads.3.3 Online AuctionsThe online auction is a business model is all participants will offer price for products and services on the Internet. Unlike the traditional auction which is held on a location, the online auction can make deal of buying and selling through auction software system which will measure all the prices at a relatively short time. The English auction and Dutch auction are two different ways for different kinds of products. English auction sets the initial price low and waiting for the highest price by the bidders. While with a Dutch auction, the product starts at itshighest price, the holder will give a lower price until some bidder accept, which is used when flower and fresh sea food are to be sold. And at present almost all online auctions are applying the English auction method, the most famous online auction is eBay, it has endless amounts the customers want. As the premier online reselling platform, eBay is often used as a price-basis for specialized items. Buyers and sellers often look at prices on the website before going to flea markets; the price shown on eBay often becomes the item's selling price. It is increasingly common for flea market vendors to place a targeted advertisement on the Internet for each item they are selling online, all while running their business out of their homes.This paper prepares two plans for Otto, first, promote company buyers by auction to the individual customers. First we hold online auctions on our website with assistance of auction software, every customer can bid on 100 pieces of cookies for one year, the cost will be at most 50% of the normal price on the market. You can choose any cookie at any price at any time. Otto may offer 1000 chances. And all the winners can get the cookies in markets which we will give a list at our website. At the same time, we will advertise this promotion through all medias, then the company buyers want to be in our list and get our cookies if they want the winners and all other potential customers to be known.The second plan is particularly for company buyers, we will introduce a new product which are made of special materials and crafts, through all the promotion we make sure that all customers are very curious about the product. Then we start an auction to the company buyers on our website, the highest bidder will get the chance to have the newest cookie in their store for one week. In order to attract the customers and company buyers we will provide the first 100 customers free cookies every day with a limited quantity.3.4 Reducing Cost by TenderingOtto is the supplier for the super markets, retailer stores and other buyers, but Otto can be a buyer when it is considering about the butter, eggs and machines which will be used in the production. Otto tries to undercut its cost, so the company can use internet to reduce it. Otto wants to make strategy arrangement for the suppliers structure, with considering the long time cooperation. If Otto got more than twenty bidders, under the condition that all the company are with the same quality which we require in the tender, Then, Otto normally and usually will select the lowest bidder. If we find out the lowest bidder is incompetent to provide the product we required, we will go to the bidder which had the next best price. Then we can make a three to five year contract with this best company and make sure that our product is of good quality and reasonable price, then we may have more advantage when competing with rivals.3.5 Notice on EmarketingFirst in my opinion having an website set is not meaning you have complete yourjob.Emarketing is not just having a Web site and wait for your customers to "find out" in the website ocean. And Web marketing is not conducted in a vacuum. We can put it In other words, put that website and tie the Web effort to your other marketing efforts. Your uniforms, products, company cars and so on. For example if you're going to have bike relay this Sunday on the main street or in the central park, make sure all your player have uniform with your URL printed on it and on all the colorful flags.Second understand your goal of the website. The purpose of your website is to help market your workshop, your services and products,your band fame, so i think there are two things on the top list. Targeting the relevant audience directly and talk to customers to find out what their opinion, communicate with them in person, through mail or phone.Last but not least, make necessary budget for marketing and getting your support from the senior management. Emarketing is something that requires time and hard work every day. And remember budget for marketing is not just money, but time. Not just work on the Web, but all forms of marketing under the line.As for American president Obama, his campaign’s strategic use of the Internet played an important role in winning the election, and particularly online tools such as Facebook to connect with his supporters, we can see the power of online tools, which is consisted of using as many as social networks and muti-media can make your company really different in the future business.IV ConclusionsIf a traditional company like Otto wants to develop in the future, it must adjust itself with the time. With the budget approved by the senior management, Otto should move right now with our suggestions in this paper. Make all necessary preparations and with money and resources to run the website, and make promotions both on line and offline, take integrated B2B strategies combing the traditional and modern medias, especially its own website. As for Otto, it is successful with its traditional selling with the personal selling and distribution centers, but with the emarketing strategy through the internet, Otto can attract new company buyers and maintain good relationship with existing ones, while reduce cost with its cost through the online auction and tendering. Otto will be more competitive in national and international cookies industry.译文标题:现代市场营销分析资料来源: 供应链管理评论作者:克莱曼本研究主要目的就是为目前的新型网络营销战略提供更多的战略帮助,首先奥多分析了网络营销的优点和局限,然后奥多描述在互联网的不同买家的行为模式,这些模式分析可以为奥多的战略提供翔实的背景和依据。

  1. 1、下载文档前请自行甄别文档内容的完整性,平台不提供额外的编辑、内容补充、找答案等附加服务。
  2. 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
  3. 3、如文档侵犯您的权益,请联系客服反馈,我们会尽快为您处理(人工客服工作时间:9:00-18:30)。

文献出处:Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636.原文Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni1 IntroductionMarketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves”Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences.This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.The advent of the Web had a significant impact on the way marketers do their strategies; it provides opportunities for companies to enhance their business in a cost-effective and practical manner. That is, the Web can be used by marketers to distribute products faster, to reach new markets, to conduct marketing research, to serve customers better, to solve customer problems and also to communicate more efficiently with marketing partners. This evolution of marketing is called “Internet Marketing”.The widespread advent of Social Networking stimulated a further development of marketing (Marketing 2.0) defining a new perspective connected to the symmetry of companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages; they actively express their needs, preferences and choices. All these issues stimulated the emerging of new marketing models with different aspects for successful marketing strategies such as: user information sharing and interaction, brand & corporate identity, search engine optimization (SEO) etc.. In the new marketing on Social Networks, databases play an enormous role in allowing the use and the integration of online tools. In particular they make it possible for consumers and companies to login and to have their own profile on a Social Networking site etc.; this give consumers and companies the possibility to connect each other and to fulfill their specific needs for information sharing and interaction and companies the possibility to outline the core concept of identity that, in the case of marketing strategies, can be extended to the analysis of the way in which consumers and companies develop their online profiles. This process can stimulate the presence of small enterprises on the market.However, a stronger change is connected to the popularity of Social Networks, combined with the widespread diffusion of mobile technologies, such as pocket PC, PDA and cell phone; it has given rise to the phenomenon of Mobile Social Networks. Mobile Social Networks are considered to bethe natural evolution of Social Networks; they can be seen as Social Networks communities specialized with mobile services. Mobile devices offer to Social Networks new opportunities connected with real-time location-based services, communication on the move and the sharing of information and services anywhere, anytime. This phenomenon is having a great impact on marketing sector. Mobile marketing (M-marketing) is defined as “the use of the mobile medium as a means of marketing communication” . More specifically, it is “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders” .In order to marketers adopt best M-marketing strategies it is very important to understand the use that users make of mobile devices, their perceptions and acceptance in terms of benefits and costs in using Mobile Social Networks for marketing purpose. The integration of Internet Marketing, Marketing 2.0 and M-marketing has led to the development of a new type of marketing: the Viral marketing. The reminder of the paper is organised as follows. Section 2 describes the Internet Marketing by discussing the different marketing ways, their advantages and limitations. Section 3 introduces the Marketing 2.0 by analyzing the benefits for consumers and companies. In Section 4 the different forms of mobile marketing strategies are discussed. Section 5 analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing on considering the characteristics that influence them. Finally Section 6 discusses the viral marketing trend.2 Internet Marketing: Marketing on the WebInternet Marketing is also called online Marketing, Website Marketing or e-Marketing. It is generally referred to the promotion of products or services over the Internet. Among the advantages of Internet Marketing there ismainly its cheapness both for companies and for buyers. Companies can reach a wide audience with minor budget respect to the traditional advertising while consumers can research and purchase products and services conveniently and quickly.There are different ways of Internet Marketing which are listed below:• Pay per Click: is a model where advertisers pay the publisher when the ad is clicked.• Marketing with Affiliates: A company hires one or more affiliates that are paid commission for each visitor that click on the banner or logo. Visitors are onnected to the sponsor’s site for which affiliates are paid a commission.• Search Engine Optimization (SEO): It allow to types keywords in search ngines related to ones product and to have the list of different sites related to that product. SEO maintains ones site to collocate on the first page of the most search engines to attract more traffic. This can give good Return on Investment (ROI) and increase profits.• Advertising t hrough Banner: Advertiser purchases banner to be displayed on the website. Usually, banner marketing is used to divert potential traffic to the site.• Auction through Internet: In a n online auction takes place when items are kept for selling. A minimum price for items is fixed by seller and buyers that offer the highest price will receive that product.• Listing on Directories: People can place their site on or which act as Yellow Pages on the internet. This is cheaper than the other ways of internet marketing, so also small-scale enterprise can use it.3 Marketing 2.0: Marketing on Social NetworksThe advent of Social Networking provides marketers with new potentialities, not available in traditional channels, in particular for the products and services diffusion. The importance of Social Networks and the key aspect of the companies’ interest on them are due to the wide number of consumers that can be reached using these tools. Marketers start from building a loyal constituency of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation, and use of knowledge from other forums to honestly counsel consumers. Marketers may also open discussion to specifically attract new members according to their profile of interest. The real advantages of Social Networks can be exploited when marketers use the interactive capabilities of this new medium and build a personal community environment for the consumers, on considering each consumer as an individual in addressing promotional messages, providing all related services at a unique point, and making the virtual community a truly worthwhile place for the consumer to visit. The possibility to individually and interactively address consumers, allows marketers to understand their target better and to provide new products and services in fulfilling the consumers needs. The importance of Social Networking is, moreover, connected to the symmetry between companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages they actively express their needs, preferences and choices. All these features of Social Networks allowed the introduction of different benefits on marketing process; the benefits can be view on considering the consumers as well as the companies’ point of view.From consumers’ p oint of view the key useful characteristics of a Social Network to consider are:• inter-activity: a consumer who joins a Social Network can seek information, test the product and proceed to place order forproducts. Consumers can also have access to the feedback of other people to make better informed decisions.• aggregation of services: a Social Network allows aggregation of different services, coordinated and hyper-linked by the seller of the products or services. This gives consumers access to all the necessary information to make a better purchase decision.• deliverability: a Social Network is delivered in real time 24 hours a day, and 7 days a week.These characteristic allow consumers to:• gather information a bout products and services offered by companies;• interact with other consumers without spatial and temporal constraints and with reduced search costs;• provide information about the product, to the company and to other consumers;• add “collective content” using discussion forums;• have economic benefits deriving from special prices, customized offers and better service from the qualitative point of view;• being part of a powerful bargaining group that can influence important marketing decisions.From the companies point of view the most important benefit that a Social Network an offer is given by the possibility to reach out and build interactive relationships with consumers on a global basis. In the past companies have been constrained by the inadequacies of the traditional channels, particularly in the products and services diffusion. Social Networks have the potential totransform and enhance this activity. As said before the key element for the interest in the use of Social Network is the critical mass of consumers that can be reached. Companies usually start from building a loyal community of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation. Companies may also open discussion forums to specifically attract new members according to their profiles of interest. These discussion forums are rich sources of information about companies and their products/services and, at the same time, should be closely monitored by the marketer to identify the needs of the consumers. Companies can also facilitate an immersive experience to consumers, for example, by using 3-D virtual communities such as Second Life, they can create customized graphical user interfaces and include tutorials (Avatar), which can better explain to consumers how to move around and interact with the environment.Many real-word companies are taking interest in this latest online trend. American Apparel is the first "real world" company that has opened a store in the virtual world of Second Life. Its ultra-modern clothing store is located on a beach resort and has quickly become a hot spot within Second Life. Second life provides companies with the opportunity to build a strong trademark. Some brand owners have established an online presence by building retail stores to sell products in the real world. Moreover they have the possibility to create an event in the largest world virtual 3-D environment to directly communicate with the wide audience of the community members. For example, the MacArthur Foundation uses events on Second Life to introduce the foundation to a new audience and to stimulate discussions about the real-world issues that it seeks to resolve; William Gibson, the influential author who coined the word "cyberspace", had a reading in Second Life to promote his novel “Spook Country”; the Royal Liverpool Philharmonic have built a replica of their concert hall where they will perform works by Rachmaninov.4 M-Marketing: Marketing on Mobile Social NetworksToday we live in a mobile-devices-focused society. Mobile technologies, such as PDA, pocket PC and cell phone, transform interpersonal communications, which are independent from the fixed location, and result in the phenomenon of “situated nowhere,” in which communication occurs everywhere. Several studies individuate and classify mobile devices properties. In particular Klopfer et al. in classify the following five property classes, to characterise mobile devices:• Connectivity.• Social interactivity.• Individuality.• Context sensitivity.• Portability.The widespread diffusion of Mobile Social Networks have great impact on marketing strategies; from marketing 2.0 we move to M-marketing that is defined as “the transactions of commodities, services, or information over the Internet through the use of mobile handheld devices” . M-marketing has generally been viewed as “an extension of marketing 2.0 beyond the static terminal of the PC/TV to anytime, anyplace, anywhere on mobile and other wireless devices” . M-marketing on Social Networks are increasingly a vital component of brand marketers' strategies, creating a rush to develop content and advertising to consumers via on their mobile devices. There are many forms of M-marketing such as Short Message Servic (SMS), Multimedia Message Service (MMS), Mobile Web Marketing, and Location-based Services:译文营销策略的演变从网络营销到移动营销1 引言营销是“创造、沟通、向消费者提供价值并维护与客户的关系的过程”。

相关文档
最新文档